Psychological Studies

, Volume 56, Issue 1, pp 71–85 | Cite as

Consumerism and Well-Being in India and the UK: Identity Projection and Emotion Regulation as Underlying Psychological Processes

Original Article


A growing body of evidence shows that a materialistic value orientation is linked to lower well-being (Dittmar 2008; Kasser & Kanner, 2004), but we know little about factors that influence this association, or linked behavioural tendencies, particularly in developing countries, such as India. Extending our previous research (Dittmar 2005a, b; Dittmar et al. 2007), we develop a model in which endorsement of materialistic values is linked to buying motives focused on identity projection and emotion regulation, which, in turn, are linked to lower well-being and dysfunctional consumer behaviour. We tested these hypothesised associations in surveys with 236 younger and older adults in India and the UK, and found that they were consistent with our model, showing few country or generational differences. Theoretical and applied implications are discussed, as well as directions for future research.


Consumerism Identity Materialistic values Buying motives Well-being Dysfunctional consumer behaviour 



We would like to extend our thanks and appreciation to Tanya Lyons, Rebecca Grist, and Alice Owens for their help with data entry in the UK.


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Copyright information

© National Academy of Psychology (NAOP) India 2011

Authors and Affiliations

  1. 1.University of SussexBrightonUK

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